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The National Summer Learning Association (NSLA)
A national nonprofit dedicated to increasing access to summer learning via a national network of educators, government leaders, funders, and community based organizations
COVID-19's impact on K-8 students in the U.S. has been devastating. While all students have been affected, children of color face disproportionately high learning losses in reading and math, setting them back in school, and in life.
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Under the leadership of its head of marketing, NSLA aimed to leverage its network of media, nonprofit partners, and government leaders, including U.S. Secretary of Education Miguel Cardona, to address unfinished learning by connecting struggling families with quality programs.
NSLA hired Jaime Crespo as a communication consultant to develop a strategy to promote NSLA's new portal, which helps families find summer programs in their neighborhood.
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After a series of ideation sessions, Jaime named the portal Discover Summer, which would serve as the central theme for a national campaign. He optimized the site's content, user experience, and promoted Discover Summer via NSLA's existing communication channels.
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Jaime oversaw the creative development of a digital billboard campaign, reaching the top 20 U.S. markets via NSLA's partnership with Clear Channel Outdoor. He wrote and promoted uplifting video PSAs in English and in Spanish, featuring Sec. Cardona, and produced an inspirational video, which was featured on jumbo-size screens in iconic Times Square.
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Working collaboratively with NSLA's head of marketing and team, Jaime effectively positioned NSLA as a parent resource, convener, and passionate advocate for educators.
Social media and communications reach and engagement, significantly improved. Discover Summer experienced 2.4x growth in education providers, 2x growth in programs featured, and 10x growth in unique website visitors, from 25, 2745 in 2021 to 254,158 in 2022.
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Discover Summer continues to growth in scope, content, and impact on families seeking quality programs.
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